Tuesday, August 28, 2012

Call for Papers: ePharma Summit 2013

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Today's post comes from Sarah Gordon, Director of the ePharma Summit 2013 Program.  Follow her on Twitter at @SarahPharma.


I am pleased to announce the 12th Annual ePharma Summit, taking place on March 4 – 6 in New York City. We got great feedback on the event earlier this year but as always, are looking for ways to improve upon the previous event with new speakers, new content and new networking opportunities.

The agenda is currently under development, and we’re currently looking for speakers on the following topics:
  • -Using Twitter for customer care (case study)
  • -Product lifecycle management
  • -eSampling (case study)
  • -Marketing to RNs, PAs, and other people within a doctor’s office (case study)
  • -Behavioral marketing (case study)
  • -Pinterest (case study)
  • -Using video for HCP marketing (case study)
  • -Text message marketing (case study)

If you are interested in speaking on any of these topics, or would like to suggest another topic, please email me at SGordon@iirusa.com.

If you would like to get in front of the largest gathering of pharmaceutical marketers, please email Andrew Sinetar at ASinetar@iirusa.com for sponsorship opportunities. If you are interested in becoming a media partner, please email Misha Shah at MShah@iirusa.com.

I look forward to hearing from you soon!

Sarah Gordon
Conference Producer
Biopharmaceutical & Healthcare Division Institute for International Research
Email: sgordon@iirusa.com

Tuesday, August 21, 2012

How is reaching the market for Pharma different in Latin America?

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We at ePharma Summit are getting ready to launch our first Latin American Event this November! Today, we're diving into the market by looking at how the market differs tremendously in the region from the United States.

Susan Silbermann at the Harvard Business Review recently profiled four of the major ways that the region is unique when reaching their patients: there is a lack of insurance, advertising directly to consumers is prohibited, there is little protection of intellectual property so many consumers rely on generic drugs and finally face-time is valued in the region, so doctors and representatives meet face to face to discuss the opportunities in the region.  Not only that but Latin America is an expansive region where each country is unique, so culture and language must be taken into account for each strategy in the region.  A large amount of value is placed on face to face interactions and Pfizer has built this into their brand strategy.  Their sales reps take time to foster relationships and communicate with the physicians in the area.  Pfizer works with the pharmacists who are the some of the strongest voices when it comes to consumers choosing whether or not they receive and branded or generic treatment.

We’re bringing a tailored version of the ePharma Summit to companies focused on the Latin American market. ePharma Summit Latin America is the only event in the region that focuses exclusively on digital marketing and strategy for the pharmaceutical industry.  Stay tuned to the ePharma Summit blog for more information about the upcoming event!

What other uniquely crafted brand strategies have you seen emerge in Latin America?  How have companies overcome these challenges?

Monday, August 13, 2012

What do you want from ePharma 2013?

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Today's post comes from Sarah Gordon, the Conferee Director of the 12th Annual ePharma Summit.

I can’t believe it’s already time to start gearing up for the 12th annual ePharma Summit, taking place this coming March! After hearing all of the inspiring speakers at ePharma Summit West (I’m looking at you, @ajbrustein, @philmckinney, @drumbeat, @PeteDTweets and others) I can’t wait to start putting together the program.

However, as we all hear time after time before we start to build something, we need to identify what our audiences want from us. So, I ask you: What do you want to get from ePharma Summit 2013? Are there specific speakers or topics that would make this a must attend event? Feel free to leave a comment here, tweet me (@SarahPharma) or email me (sgordon@iirusa.com) with any recommendations on how we can create the most valuable content possible.

I hope to hear from you, but if not, I hope to see you at ePharma on March 4 – 6 in NYC.

Sarah Gordon
Program Director
ePharma Summit

Friday, August 10, 2012

Pfizer’s New Campaign: Get Old

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After a recent press release discussing their “Get Old” campaign, Pfizer explains what those two words mean to them, credibility issues, and also their future plans for the company and social media. Their campaign is to promote wellness through all stages of life, despite the age. Get Old’s content consists of 200 videos, 100 images, and 500 miscellaneous pieces from approximately 350 sources, according to Libbey. As promised, all of it centers around getting old.

Once a draft for the Social Media guidelines is released by the FDA in January do you think Pfizer will approach the media outlet with less hesitation? Once established, how will this change the dialogue between companies and consumers?